Augmented Reality in Fashion: Why Is It a Must for Retailers
Augmented reality (AR) has the potential to revolutionize the fashion industry by redefining how brands interact with their customers. The sooner fashion brands realize the importance of AR and embrace this game-changing technology, the more chances they have to stand out from the sea of competitors vying for customers’ attention.
This article will explore the impact of AR on the fashion industry in more detail. It will also go over the benefits that make the use of augmented reality in fashion so appealing and give you some specific tips on how to join the AR game.
How Can AR Impact the Fashion Industry?
In the past decade, AR evolved into a powerful technology with the potential to transform many aspects of our everyday lives.
Since the fashion industry is constantly evolving and pushing the boundaries of creativity and innovation, it was a matter of time before it welcomed AR with open arms. However, what started as a nice-to-have feature quickly became a must-have technology once the COVID-19 pandemic hit.
Almost overnight, the shopping experience as we used to know it ceased to exist.
The pandemic ignited a digital revolution, catapulting virtual experiences to the forefront and thrusting industries like retail into a futuristic landscape with a new set of rules. According to IBM, the unprecedented circumstances the world found itself in accelerated the shift to digital shopping dramatically, fast-tracking it by roughly half a decade.
As online shopping exploded in popularity, it ushered in some never-before-seen AR experiences across various industries.
Suddenly, you could try out an entire outfit without stepping foot in a physical changing room. You could browse a virtual catalogue of thousands of products and see how they look on different people. Your friends could even join you with the advent of AR apps focused on recreating social experiences people missed out on during the pandemic.
Although the fashion industry arguably felt the most impact, other fields have experienced a similar change.
Can’t test makeup products on your skin anymore? No problem; AR face filters allow you to do it digitally.
Want to see if those earrings look good on you? Throw them on your virtual avatar, and you’ll immediately know if they’re a hit or miss.
Not sure if an armchair fits well within your living room? Create a virtual design for your room and see it firsthand.
With seemingly limitless possibilities, it isn’t surprising that the virtual world kept expanding even after the pandemic became less severe. The change in shopping behaviours is permanent, making AR technologies crucial for marketing products, engaging customers, and driving sales.
What Are the Benefits of Augmented Reality in Fashion?
Viewing the world through a digital lens has renewed interest in shopping, even in those who consider it a routine activity. Fashion, in particular, dramatically benefits from everything the digital world offers.
AR Keeps the Customers Hooked
By offering a new and exciting way to explore the fashion world, AR keeps customers engaged for significantly longer. With no challenges ahead and tons of curiosity, they won’t want to leave the brand’s website, app, or social media platform any time soon.
AR Takes the Customers on an Unforgettable Journey
One of the primary purposes of AR in fashion is to create the perfect customer experience that will make their shopping journey more unique, memorable, and in sync with their tastes. These immersive experiences are designed to put the customer front and centre, making them feel cherished by the brand.
AR Boosts Conversion Rates and Revenue
Until recently, high conversion rates were only reserved for in-store shopping experiences. However, the future looks bright for online fashion retail as AR helps recreate the in-store experience from the comfort of your home.
When customers get the chance to experience a product before purchasing it, they feel more connected to it. Since AR experiences elicit such an emotional response from customers, they’re more likely to result in a successful sale.
AR Minimizes Returns
Although significantly more convenient, shopping online often creates a mismatch between customer expectations and the product received. This results in many returns, which can have a detrimental effect on a company’s bottom line.
With AR, the customers get a taste of what they’re buying before they make a final decision, which leads to reduced returns for the merchants.
AR Can Help You Be the Talk of the Internet
In this digital age, going viral is the holy grail of marketing. Using AR filters and features properly, any brand can become an overnight sensation, attracting swarms of new admirers, followers, and customers.
AR Helps Forge a Lasting Bond With Your Customers
When it comes to a fashion brand’s long-term success, loyalty is the name of the game.
If your customers consistently enjoy a smooth and reliable customer experience, they will keep coming back to you in virtual reality and the real world. This elevated shopping experience empowers customers and gives them more confidence in their decisions, eliminating buyer’s remorse and boosting brand loyalty.
AR Helps Stay on Top of Purchasing Trends
AR experiences are the perfect blend between beauty and functionality. On the surface, they help customers have a more visually appealing shopping experience. Behind the scenes, they help marketers gather invaluable information about customers’ shopping behaviours and preferences. This information is then used to improve subsequent marketing strategies and stay ahead in the cutthroat world of fashion.
7 Examples of AR Being Used in Fashion
Now that you know what augmented reality can do for the fashion industry, let’s see how it can go about it.
Incredibly Convenient Virtual Fittings and Try-ons
With AR, customers can bid their sizing struggles farewell.
Using a camera-equipped device, they can try on a digital garment and see how it would look on their body firsthand. This 3D representation of the product is highly realistic, allowing customers to correctly asses the product’s size, fit, and style before purchasing it.
Game-Changing Virtual Fitting Mirrors
Troubles with getting your size right aren’t reserved strictly for online shopping. Some people feel uncomfortable undressing in fitting rooms or make wrong decisions due to feeling rushed or pressured.
That’s where a virtual fitting mirror comes in.
The Vyu Mirror by INDE, a leading AR agency, successfully combats the challenges that impede the sale of online and offline fashion items. With this game-changing technology, customers can instantly try on a clothing item in their own virtual fitting rooms.
Futuristic Virtual Fashion Shows
Besides putting a unique twist on these already spectacular events, AR democratizes fashion shows, making them universally accessible to fashion lovers. An AR fashion show is a unique occasion to have a first-row experience from any corner of the world. This appealing opportunity allows you to boost brand awareness and bring in new customers.
Unique 3D Try-on Mannequins
Starting from scratch every time you visit a fashion app or website can become tiresome. To save customers time and effort, INDE has developed 3D mannequins that customers can tailor to their bodies. Once they set up their avatars, they can try out all the virtual clothing they’d like without worrying about entering measurements every time.
Memorable Product Launches
With so many products launching globally every year, it’s challenging to come up with something that hasn’t been seen yet. AR can help you break the mould and elevate your product launches to the next level. It can place the digital version of the product directly in the customers’ hands and capture their attention from the get-go.
Bold and Experimental Marketing
AR offers brands innovative ways to advertise their products to their customers.
For instance, scanning physical objects can reveal hidden content to the chosen customers. The lucky few can create clothing garments and potentially contribute to the brand’s future collections. Brands can also use AR to gamify marketing campaigns, turning them into interactive experiences.
Here is another notable example. A fully-interactive AR experience custom-developed by INDE for Adidas featuring Marcelo Vieira. The competitive experiences tempted soccer fans to try and impress the Real Madrid and Brazil star with their skills.
With AR, the possibilities are endless.
Show-Stopping Virtual Store Windows
A tastefully decorated window can do wonders for a store, even when it’s static. Imagine what it could do if transformed into an interactive digital space.
That’s precisely what INDE can do for your store windows.
AR technology allows customers to access various audio-visual content about the brand, explore the products’ physical attributes, and gain instant access to ongoing promotions.
Step Into the Future of Fashion With AR
Considering the benefits of augmented reality in fashion, it isn’t surprising that the AR market shows no signs of slowing down. Still, retailers who use this innovative technology to enhance customer experience are in the minority.
You can use this as a chance to stand out from your competitors. As long as you partner with the right AR agency, there’s no limit to what you can accomplish when combining a visual industry like fashion with augmented reality.
INDE can be the trusted partner you’re looking for to take your brand to the next level. With its expertise, experience, and impressive portfolio, the agency can make your campaign or product concept a reality. Augmented reality, that is.